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Joseph Turow Education. (2013) 'The Daily You How the New Advertising Industry Is Defining Your Identity and Your Worth.'

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Us 6, Pennsylvania 3, Joseph Turow 2, Obama 2, Turow 1, Celia Wechsler 1, Joseph Turrow 1, Europe 1, Watershed 1,
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  CSPAN    Book TV    Joseph Turow  Education.  (2013) 'The Daily You How the New  
   Advertising Industry Is Defining Your Identity and Your...  

    January 14, 2013
    1:15 - 1:25am EST  

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contemporary landscape, of journalism in media than it was when you war journalist? >> guest: i think the biggest difference is we're 24/7, so that right now journalists don't have much time at all to go deep. they're never was a lot of time to go deep and to explore and be thoughtful, but now it's all about breaking news. so that's a big difference. there's also very -- there's not a lot of opportunities for journalists to learn and grow, and become more proficient and more knowledgeable, and i think that's a difference now, too. >> host: was there something you heard from all 11 journalists that resonated with you with regards to why they left the profession? >> guest: i think most of them, if not all, said basically i wanted to do more, and was asked to do less. >> host: would you ever come back to journalism? if so what would you cover?
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>> guest: i'm not sure. i love writing. i love writing this book. i think it's more likely i would do another book. >> host: if you're a former journalist or interested in the profession, celia wechsler is the author of out of the news. thank you very much. >> guest: thank you. >> next, university of pennsylvania professor joseph turow talks to book tv about the daily u, which looks at the power of the advertising industry in the age of the internet. it's ten minutes. >> university of pennsylvania professor joseph turow is the author of "the daily you: how the new advertising industry is defining your identity and your worth." professor turow, who is nicholas mega honest at the. >> guest: a professor at at m.i.t. who came up with the idea
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of the daily me, and that is that we will all get newspapers conditioned to what we care about because we'll make the decisions about what is on the paper. the difference between that and the daily you is the notion that a lot of what goes on under the hood of the web is not conditioned by us. it's created as a result of a whole lot of activities by marketers we don't even see or know about, and we have a extrapolation in advertisings that almost anyone, except people in the advertising industry-doesn't know about. >> host: what does that mean? the last 20 years advertising has changed drastically with the rise of cable and then the internet. originally advertising was making an ad, a commercial, and then putting it on just a few very popular media, newspapers, television, radio, magazines. with the rise of cable, all of a sudden you had hundreds of channels, and then with the internet, it's incident.
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and you have digital stuff and it becomes interactive, and apart from what we know about, which is that we can talk back to the advertisers and click on something, there's a whole lot of stuff going on under the hood where data are taken from us, are used and we become creatures that are created by the advertising to understand us and then change what we see on the web very often -- going to happen more and more -- based pop what they think they know about it. but they do know about its, adopt they? from our use of smartphones and searches, et cetera? >> guest: exactly. they know. but a lot of times it's inaccurate in the sense of we put a lot of droppings around the web that may have nothing to do with what we really think we are. maybe we don't agree with what we said somewhere and some advertisers picked it up and said, you're intending to buy x. maybe you have a brother who took your name or your password
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somewhere. but that's irrelevant. all this stuff comes together and becomes a rich soup that increasingly, as we move forward into the 21st century, is going to be the soup that defines us, if that's not a mixed metaphor. >> host: has advertising become more effective? >> guest: no one knows. certainly spending a lot of money but nobody really knows whether it's becoming more effective. i don't care, okay? i'm not interested in effectiveness of advertisings. that's not what the book is about. but people in the ad industry tell me they're learning a lot, i like. the fact its i'm more interested in the social implications of this. what happens when we as a society begin to define ourselves, that is companies begin to define us, television commercials begin to define us, based upon ideas about us that advertisers and marketers know but about which we have in clue,
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and i try to explain how that is happening and show the trajectory, where is it going and why. >> host: where is it going? >> guest: it's going to a point where down the line we may well live in different worlds than our neighbors. it mate be you'll get a case jeweler ad and i'll get a tiffani ad because they think i can buy or want to buy more expensive jewelry than you. i may get different headlines from you based upon ideas that companies have about, will i click on the ads if have optimistic headlines. i may get different ads for gyms based upon how fat the think i am, and whether i'm have or not. so, so there's lots of things going on, not the least of which relate to politics, because if we look at the obama campaign recently, particularly obama, used amazingly -- for today's
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world, sophisticated ways of deciding who is going to vote for what, when, where. >> host: professor, looking ten years from now, are we going to look back at the obama campaign and laugh at how simplistic? >> guest: yes, i believe that's true. we'll say this is a watershed, but compared to what's going on now, we say in 2020, that was baby steps. the kinds of things that people will be able to do with our data, we can't imagine right now -- we can but it will seem silly. the real interesting question is, if it's political, can they do stuff that even the government will say is not acceptable for regular markets? political speech. does date a marketing for politics considered political speech and so is offlimits to any kind of regulation? that's a question we have not resolved yet. >> host: what are the privacy
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implications. >> guest: it departments on what you mean by privacy. the real interesting question is americans have a hard time grappling with the notion of privacy bus it's very tough to understand what is happening. if you go to a site and it says you can disable the cookies but if you do that, you may not have the optimum use of the site, what are you going to do? the privacy policies are impossible to read, and generally, even if you read them, it's what i call tough look, can't do anything about it anyway. and very few plays allow you to negotiate with them. how about you don't take this data, maybe i'll let you have that. in europe they're getting more careful. eventually i argue what we should realize what this is about is dignity, respect information respect. and we haven't gotten -- and marketers haven't gotten their heads around collectively the idea that it's really important to respect people's information
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as we respect people in our everyday lives. >> host: who are the new mad men of the 21st century? >> guest: good question. the statisticians. the computer modelers. it used to be the people who wrote the ads but the real center of power in advertising is moving towards media buying, the idea of choosing what kind of channels to reach people with, and then the people who create the software around media buyers that define you and me, and decide whether we should get this offer, this coupon and not that one. >> host: we've been talk only book tv with joseph turrow, a professor at the university of pennsylvania. his book: the daily you: how the new advertising industry is defining your identity and your worth."
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